Richardson Leads Family Business Into the Next Generation

By Doug Goodnough

Jamie Richardson ’87 knew what college he was going to attend. He was sure of it.

And it wasn’t Siena Heights.

“I knew I was going to Michigan State. I was all set,” said Richardson, who was a senior at Onsted High School at the time. “And I was pretty focused in on that.”

But he took a speech communications class at nearby Siena Heights for college credit, “which I really enjoyed,” and then another business course.

That changed his focus.

And when then-Siena Heights cross country coach Fred Smith showed up at one of his high school track meets and showed some interest, he realized he could actually run at the college level.

He was now focused on Siena Heights.

“One thing I knew for certain: I was probably not going to do anything other than carry towels for the Michigan State University cross country team,” Richardson said. “I was really intrigued by the opportunity to run.”

Richardson eventually enrolled at Siena Heights, and completed his business degree. Since that time, he has carved out a successful career as the Vice President of Marketing and Public Relations for White Castle, the oldest hamburger chain in the U.S. that celebrated its 100^th anniversary in 2021. Richardson said his Siena Heights experience has influenced his life, both professionally and personally.

“It was really a life-changing moment,” he said of his decision to attend Siena Heights. “I’m so, so thankful. I believe that things happen for a reason. As a person of faith … God puts different things in our past at the right time for right reasons. And that was the start of it for me.”

Richardson said taking the Introduction to Business class taught by former professor Charles Milliken while in high school was a big part of his swing to Siena Heights. Milliken went on to be his academic advisor and helped him get his first job in the business world.

“I found (Milliken) so challenging and intriguing and thought-provoking,” Richardson said. “It got my interest (and he) talked about the case study method and how the approach to learning at Siena was grounded in values, and so that kind of caught my ear.”

As a commuter student living with his grandmother, Richardson said he still had a great on-campus experience at Siena Heights, including making lifelong friends.

“I always felt welcomed on campus and had so many great experiences,” he said. “You know, one of my friends from cross country, Steve Willis, was the best man in our wedding. Those friendships were built to last a lifetime, and they are still there.”

After graduating, Richardson applied for a position with J. Walter Thompson, one of the largest marketing agencies in the country. He was one of more than 400 applicants interviewed, and made it to the final 30 finalists. He was one of only two applicants to be offered a position.

“It really illustrated that the size of your school doesn’t matter,” Richardson said. “The quality of the school does, and I really am thankful that Siena prepared me to be able to be competitive in that arena.”

After spending several years in the corporate marketing arena with larger firms, the family business came calling.

His wife, Kate, whom he met while at Siena Heights, was the great-granddaughter of Billy Ingram, the founder of White Castle. Richardson decided to join White Castle, and has served several roles over the past two decades. Currently, he plays a key role in the marketing operation for the Columbus, Ohio-based company.

“I got to work with many, many brands that I really respect and have deep affinity for,” Richardson said. “But in my mind, none were equal to White Castle in terms of a values-based kind of enterprise where the focus is on the long view and having a biggest positive impact, not just on the bottom line, but on community.”

White Castle has approximately 10,000 employees nationwide, and Richardson is one of 12 fourth generation members of the Ingram family, who work for the business. Kate is a member of the White Castle board.

As one who helped develop the company’s longtime tagline of “Crave On,” Richardson said White Castle has built a unique brand in the fast-food industry.

“We’re not afraid to be a bit irreverent and have some fun along the way, too,” said Richardson of the White Castle brand. “And I think that part of it for me is something that really has stood out and gives me a lot of joy. … Our vision is to feed the souls of Craver generations everywhere. We include our team members in that mix and our mission is to create memorable moments every day. … You have to have great taste. That’s expected. You need to have that, but you also have to be able to provide emotional nourishment as well. And that’s where I think we get to have a lot of fun and permission to do things a little bit differently.”

Things like creating a “Craver Hall of Fame,” where the company “inducts” customers who display their passion for the legendary “sliders” that are the staple of the White Castle menu. Some recent honorary inductees include Alice Cooper, Stan Lee and Triumph the Insult Dog.

“It’s a tough process. Like, it’s easier to get into Harvard than it is the Craver’s Hall of Fame,” Richardson said.

He was also a consultant on the now-famous 2004 movie “Harold and Kumar Go To White Castle.” During the company’s 100^th anniversary celebration, Richardson said White Castle and internationally famous fashion designer Telfar hosted a Fashion Week afterparty at the White Castle on 8^th Avenue in New York City. Telfar even designed a special uniform for White Castle employees to celebrate the anniversary year.

Despite all those high-profile events, Richardson said he enjoys the day-to-day experiences the most.

“I think the most memorable moments overall been the times in the Castles,” he said. “Seeing the people who day in and day out do their work. It’s pretty cool to see the passion that others have, and you know, it’s a good reminder of why we do what we do.”

A devout Catholic, Richardson and his wife are raising five children: Brendan, Chloe, Mary Grace, Maggie and Finn. He said he and his wife enjoy following their children around through their many activities. In fact, daughters Mary Grace and Maggie are involved in the U.S. Olympic luge training program.

He said it is hard to separate business from family. In fact, why try?

“I think being family owned for us means we get to be part of something really special, and there’s a part of that stewardship that is responsibility,” Richardson said. “There’s a nourishment that comes from that, knowing that if we do it right, we can give the fifth generation their chance to leave their mark to make a difference. We know that times are going to change. They always do. Our thought is if we can be values-based focused on what matters most, and they have that appreciation for the culture, then the dollars and cents will take care of itself in terms of the business being sustainable.”

Richardson, who was a member of the Siena Heights Board of Trustees for more than a decade, said his alma mater has that same family feeling.

“I think one of the great things about Siena was the foundation,” Richardson said of his Siena Heights experience. “You know, thinking about things, and not just the textbook way, but in a real-world way.

“I think so much of that shaped my worldview and perspective that it prepared me really, really well to be able to compete, but also prepared me really, really well to discover who God created me to be.”